How to Sell on Social When You’re Not Trying to Sell

Richard Margetic, Former Director of Global Business at Intuit, joins the Social Pros Podcast this week to discuss social media’s role at different stages of the sales funnel and throughout every department of an organization.

In This Episode:

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Full Episode Details

Doing Digital Since it Began

Richard Margetic has served as the Director of Global Social Business at both Intuit and Dell over the past several years. He has since struck out on his own as a global social media strategy consultant with a brand new company, 4C Social.

Richard has always been interested in digital, ever since digital first came out. In the early 90s, he was working at an interactive media company leading infomercials. He started working to get small businesses up on the web, which resulted in him working for Sidewalk, a Microsoft operation.

From the mid-90s until now, he has been working with businesses to help them understand how to take advantage of the web (and now, more specifically social media) to grow their business. He has truly watched social media evolve from the start and continues to help businesses use it to its full potential.

In This Episode

How social media has changed branding

Google’s attempts at social media channels and why they failed

Why businesses need a full understanding of social media’s impact on their organization across the board (not just in marketing)

Who, in a company, should take responsibility for social

Transparency’s impact in social, even with negative reviews

Humanity’s need to be social and how it’s gone digital

Quotes From This Episode

“The business has the business data. The agencies might have the social insights. But marrying those two things together is required in order to be successful integrating social into the business.” —@ByJove

“Social needs to be embedded throughout the fabric of the company in order for it to truly be effective. Limiting it to just marketing—or limiting it to communications, or even limiting it to its own little silo, its own center of excellence with however it reports up—without having the infiltration into the rest of the company results in, ultimately, if not failure, it’s going to be less than optimal.” —@ByJove

“The first question is, ‘Explain to me why we’re doing social at all. Why are we spending even one penny on this?’ If you don’t have a good answer for that, then we’ve got to back up the bus a little bit.” —@jaybaer

“The idea that social and sales are connected is actually factual.” —@ByJove

“If you lead with, ‘I’m here to answer any of your questions. I see that you’re interested in purchasing this. We’ve got content here that will give you some insights into it,’ or even point to third party content that gives them reviews for the rest and creating a dialogue, that lead is more likely to convert. Every step along the way, you need to be conscious of where the customer is in their path and align social relationships with where they are.” —@ByJove

“We need to have the right balance of what I call purposeful edutainment. You’ve got to be entertaining, you’ve got to be educational, but it’s also got to have purpose.” —@adamcb

“The closer you can get to the correlation between social activity and matching that data up to business metrics on an organization scale, the more optimized you are going to be in using social and actually truly becoming a social business.” —@ByJove

Resources

The Big Two:

Richard Margetic

What’s your one tip for becoming a social pro?

“Never view social as an isolated endeavor.” People view social as an end in itself, which is fine if you’re an individual wanting to be social on social. But if you want to be a professional in social, you need to think about social in an integrated capacity.

If you could do a Skype call with any living person, who would it be?

“Jimmy Iovine, because he’s trying to do something [with music]. I would like to understand more of the logic of what he’s doing. I really like the fact that he’s pushing the envelope and that there is some vision there, but I would be interesting in diving deep into what he sees the current and long-term strategy for music to be that will both help the artists and the fans and whoever the publishing company ends up being in the future.”

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About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

iTunes Reviews:

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It wasn't enough that Jay Baer wrote a book, has an amazing blog and does amazing work -- he now had to add podcasting to his arsenal. Break a leg!

@NathanRKing

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I started following Jay on Twitter about a year ago and have really appreciated the great content he has put out. This podcast goes above and beyond though, and really gets to the meat of what is going on in the social and digital media space. Keep up the good work @jaybaer!

@phaskell

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This show is so good that I can't stop listening to it. Learn how to use social media and ecommerce to grow your business.

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Thank you so much for providing this not only interesting show, but also fun!